SMX Madrid 2008 Uncovering the Algorithm A Peek Inside How Google Evaluates and Ranks Pages. Why Do We Need to Understand Google's Algorithm?. To Predict the Potential Challenges of Earning Top Rankings. To Evaluate Strengths & Weaknesses in a Site's Strategy. - PowerPoint PPT Presentation
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SMX Madrid 2008
Uncovering the Algorithm
A Peek Inside How Google Evaluatesand Ranks Pages
Why Do We Need toUnderstand Google's Algorithm?
To Predict the Potential Challengesof Earning Top Rankings
To Evaluate Strengths & Weaknessesin a Site's Strategy
To Provide Expert Advice to Clients,Developers & Management
To Understand How to Competein the Search Results
What Tactics Are Usedto Understand Algorithms?
Split-Testing with Nonsense Wordson Controlled Domains
An Example:
This link carries moreweight than this link.
Why? Because it'shigher up in the code.
Trial-and-Error Testing in the SERPs
Examination of Search EnginePatent Applications
An Example:
An Example:
Parsing Academic Information RetrievalPapers & Tests
An Example:
Paying Close Attention to the SearchEngine Representatives
An Example:
Owning a keyword match domain name is going to carry some weight in Google for the foreseeable future. It is something we want to reward.
- Matt Cutts at the Domain RoundtableApril 2008
Learning from Blogs, Forums & theOnline Community
“Sexto Sendido” for the SERPs
What Are the Major Elementsin Google's Algorithm
Keyword Usage
Title Tags
Headline Tags
Body Text
Domain Names & URLs
Link Anchor Text
This Anchor Text tells search engines that this URLis relevant to those keywords
Company names (where searchers might want positive and negative press, along w/ official company domains, e.g. “Inditex”)
Product searches (where e-commerce style results might ordinarily fill up the SERPs, but Google tries to provide some reviews and non-commercial, relevant content, e.g. “iPod”)
News & political searches (where it might be prudent to display "all sides" of an issue, rather than just the politically one-sided blogs that did the best job baiting links, e.g. “Zapatero”)
Supplemental & Duplicate Results
Why Do Pages Go “Supplemental”?
Duplicate Content Issues
How Search Engines HandleDuplicate Content – Step 1
How Search Engines HandleDuplicate Content – Step 2
Step 3
How Search Engines HandleDuplicate Content – Step 4
GeoTargeting
Elements that Predict Location
Server Hosting Location Language Domain Extension Domain Registration Data